Marketing and communications agency Clarity, launched an Augmented Reality (AR) menu as part of the ‘Be in The Know’ campaign for cocktail bar chain Be At One. As part of the new campaign, the bar has also partnered with Bacardi, to further promote the three secret AR cocktails that are revealed via the app.
Following Be At One’s aim to stay ahead of the market, Clarity were engaged to create a rich, immersive customer experience that reflected its position as an innovator in the cocktail space. The objective was to deepen the in-bar experience and integrate the existing app in order to better engage guests and drive both advocacy and loyalty, whilst also helping to increase Christmas sales and bookings ahead of the busy festive period.
Every October, Be At One refresh the design and branding of their menus and update the selection of cocktails that is available. This year, as part of the evolution, they added a secret menu using augmented reality to enable app users to ‘be in the know’ and unlock hidden content – including secret menus, cocktail insights from Be At One bartenders and access to limited edition, premium cocktails. Customers who have the app can scan an indicated menu page to reveal a secret cocktail that they are then able to purchase at the bar.
The new campaign has been designed to move Be At One further into the experiential space and encourage new visits, repeat visits and loyalty to the brand.
The AR functionality will be launching with Be At One’s festive Christmas menu, available now.
Abby Brockwell, Head of Marketing at Be At One, said: “In a such a competitive market, it’s really important that we work on continually evolving the Be at One guest experience to stay relevant. It’s been fantastic working with the team at Clarity. They have been critical in helping us develop an innovative use of AR to integrate seamlessly with our rewards platform, in a way that is so true to the Be at One brand and genuinely adds value to our guests experience.”
Jeremy Harvey, Creative Partner at Clarity adds: “We love working with Be At One to help shake things up within the drinks sector. Our new AR activation is another example of the brand’s commitment to innovation, allowing guests to unlock and share secret content, supporting our ‘Be in the know’ platform. We’re looking forward to seeing where this app will take the brand and how it will influence other exciting activations as we move into 2020.”
